Contact Center Mystery Shopping
Key Driver Based Approach
If you do not know where you are going, any road can take you there. Kinēsis’ approach to contact center mystery shop program design will produce a program which will identify key drivers of the desired outcome of the customer experience - whatever that desired outcome is and provide actionable insight to motivate behaviors which drive this desired outcome.
Our highly consultative approach to contact center mystery shop study design starts by identifying what the client’s objective is with respect to the customer experience, by asking how our clients want the customer to feel, think and act as a result of the customer experience. This is the desired outcome from the customer experience. A scientifically designed rating scale is placed in the contact center mystery shop questionnaire to measure the influence of the customer experience on this desired outcome.
Next, we identify specific service attributes and behaviors clients expect from their agents. These behaviors form the backbone of the mystery shop questionnaire. This approach will allow Kinēsis to link specific service attributes and behaviors to the desired outcome to identify key drivers of the desired outcome. This anticipates the analysis in the program design.
For the balance of this discussion, assume the desired outcome is purchase intent. The client wants the customer to have increased purchase intent as a result of the call.
Kinēsis will help the client identify and reinforce sales and service behaviors which drive purchase intent. Focusing clients on training, coaching, incentives, and other motivational tools directly on the elements of the customer experience that will produce the largest return on investment in terms of driving purchase intent.
Again, questionnaire design anticipates the analysis and includes observations of objective empirical behaviors, subjective impressions and comments.
Together, these three elements of questionnaire design reveal the “what”, “how” and “why” of the customer experience, each mapping to a specific analytical purpose in indentifying drivers of purchase intent as follows:
Again, if you do not know where you are going any road will take you there.
Our highly consultative approach to program design starts with a detailed discussion with the client regarding their objectives. This is by far the most effective way to make sure the contact center mystery shop program is on track, on budget, and produces results that drive business success.
After objectives have been defined, decisions can be made with respect to questionnaire content, scenario design and sampling plan.
When a business looks at its customers, it needs to recognize how those customers view the company across all channels. Kinesis’ approach prompts businesses to ask the fundamental question, ‘What do our customers value is us?’ It’s the next big trend in business.
- Dave Martine, Nordstrom